Vliv věrnostních programů na spotřebitelské chování na trhu módy

Abstract

In today's rapidly changing world of fashion, loyalty programs are a key element for acquiring and retaining customers. The topic of this bachelor's thesis is the impact of loyalty programs on consumer behaviour in the fashion market. The main objective of the thesis was to determine how loyalty programs influence consumer shopping behaviour and to identify the factors that motivate them to register. The thesis also examines the negative aspects that may deter customers from participating. The theoretical part of the thesis focuses on marketing communication and the fashion market, whilst the practical part analyses consumers' attitudes towards loyalty programs. Primary data used for the analysis was collected through an online survey, where the respondents were residents of the Czech Republic aged 15 and older that purchase fashion goods. The research indicates that excessive program communication and various discounts or promotions are amongst the main factors that could influence consumer motivation to join the program. Based on the results of the survey, suggestions and recommendations for improving loyalty programs were formulated. Based on the findings, it can be concluded that loyalty programs influence consumer behaviour in the fashion market and that optimising them could strengthen their effectiveness.